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四个有趣的网络营销案例
1.
品牌: Orange (UK) 起因:
Orange 公司赞助 UK Glastonbury music festival音乐节日.需要搞个活动来送出40 张免费票. 活动:因为这次音乐节是在农村举办,赞助单位决定最终获胜的将由一头叫Derek的公牛来 决定.他们将这头公牛和GPS定位系统连接起来,并且保证参加选手可以在线看到其位置.你 要获得音乐节的票,需要你参加竞猜次日下午3点的时候Derek是在哪里漫步,坐下,或者吃 草? 效果:最终活动最终发起人宣布:活动参与人员超过他们预期,许多博客传播了这个有趣的事 情,甚至到后来上了电视的报道,新闻报道.巨大的成功,促使Derek 的儿子Winston 来做续 篇. Link: http://spotthebull.pokelondon.com 点评: 大胆想象,人与动物和谐相处! 品牌: Burger King “Whopper” 媒介:Facebook 活动办法:需要你认真去思考:哪些在我朋友列表上的人可以被relax.每删除10个朋友,你可 以得到一个免费的Burger King(每个人只可以有一次参与机会) 效果:在不到一周时间内超过230000的”朋友”光荣被杀.也就是说大约有22000的参与活动 的人迟到他们免费的Whoppers.这个案例很是让人吃惊,许多社会,生活方面的博客和网站 都报道这个活动.(在google检索下就可以发现好多网页报道这个活动) P.S.:就如The Whopper Sacrifice website现在写到: "Whopper Sacrifice has been sacrificed." 让你整理下你所谓的朋友清单,虽然Face后来提出反对,但是全民娱乐嘛,生活 的意义就是开心.为了吃,看你还要朋友不? Link: http://www.facebook.com/apps/application.php?id=33988778285 点评: 为了吃到汉堡,给平静的生活娱乐下,未尝不可! 品牌: SONY BRAVIA 活动:SONY大楼大楼颜色调控活动,你可以改变在日本东京的SONY公司其中七层楼的灯 光颜色,你仅仅只要访问这个站点 site并且选择“Sony BRAVIA” TV-set的颜色.SONY大楼 上LED灯管就会在很短的时间内改变其颜色.年轻人可以用它来玩浪漫,当你和女朋友吵架 了,你可以再她的面前来改变摩天大楼的颜色,多烂漫?你只需要一部手机或者笔记本就可 以实现.不得不说,这个不得不说是一个大胆的想法. 效果:在这次活动中,网站的访问量暴增,几乎导致网站崩溃.在博客上超过100000条留言,电 视台,报纸都对这次活动进行了报道 Link: www.777interactive.jp/awards/2008/bravia/e 点评:烂漫时需要钱的 品牌: 日本AXE 活动:如果你的除臭剂可以当成闹钟来使用,疯狂不?但是小日本AXE就做到了.你到他们的 网站上去,将你的手机号码输进去,同事告诉网络你想在什么时间起床,希望有人给你电话来 叫醒你.其实这个是一个录音.但是它确实像这个女孩正在给你电话.囧 效果:最终的数据显示,病毒传播超过预期. Link: http://tinyurl.com/68rvgl
2.
点评:不了解性,就不了解日本文化 唐兴通 网络营销咨询 http://blog.sina.com.cn/along5418 转载请注明出处
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